Let’s face it: Gen Z doesn’t follow brands; brands follow it. So the real question is —are you catching up, or are you getting left behind? Now The Economic Times brings you India's first-ever Gen Z index to help you decode the generation that’s already rewriting the market's — and your brand’s — future.
The Economic Times (ET), in collaboration with Snapchat, is proud to announce the launch of the ET Snapchat Gen Z Index — a pioneering, year-long initiative that highlights the brands effectively engaging with India’s Gen Z. Supported by valuable insights from Kantar, this editorially curated and data-driven Index will showcase the top-performing brands that are leading the way with innovative and impactful marketing campaigns aimed at this influential demographic.
The ET Snapchat Gen Z Index recognises that Gen Z is not merely younger consumers. They are digital natives with radically different values, shaped by social volatility, hyper-connectivity, creator culture, and a growing distrust of legacy institutions. Traditional tools have failed to keep up with their non-linear identity structures, inscrutable choices and layered decision-making.
Published quarterly, the ET Snapchat Gen Z Index will offer a comprehensive look at the brands resonating most with Gen Z. It will also feature a sentiment tracker that provides deep insights into the attitudes, preferences, and cultural shifts driving this generation.
The ET Snapchat Gen Z Index is an innovative intelligence tool designed to help brand managers, marketers, strategists and business leaders understand how Gen Z perceives, chooses, and engages with brands across products, categories and cultures.
At Times Internet, we believe in leading with insight. Our partnership with Snapchat to launch the Gen Z Index is a bold step in decoding the pulse of a generation reshaping the future of consumption, careers, and culture. This Index is where trusted journalism meets cultural relevance and research precision offering unparalleled clarity on Gen Z preferences and behaviour, a powerful resource for brands, investors, and policymakers alike. We at ET take pride in associating with Snapchat to introduce the most definitive and incisive GenZ index for our readers and brand marketers," Puneet Gupt, COO, Times Internet.
This collaboration with Snapchat brings together two influential forces — one with unparalleled editorial credibility and reach, and the other with deep expertise in engaging Gen Z on a massive scale. Together, they are uniquely positioned to offer brands a reliable and comprehensive benchmark for understanding the Gen Z mindset, providing both inspiration and strategic direction for navigating this dynamic demographic.
Snapchat, with over 200 million monthly active users in India, remains the go-to platform for young Indians, offering a space for authentic connections and meaningful interactions. With more than 90% of its daily active users aged 13 to 34, Snapchat continues to be an essential platform for brands targeting this age group.
“At 377mn strong, Gen Z is the largest demographic in the country and while brands recognize their potential, market research indicates only 15% brands have a focused strategy to engage with this audience. The Gen Z Index is designed to offer CEO’s and CMO’s an insightful lens into Gen Z, helping them make informed and future ready decisions into how this generation is thinking, feeling and shopping today. Our endeavor at Snap is to continue offering an in-depth understanding of Gen Z through valuable insights to brand marketeers, and this Gen Z index study is a first of its kind initiative in India. Backed by the credibility of The Economic Times, Snapchat’s deep connection with Gen Z, and the research expertise of Kantar, the Index serves both as a benchmark of brand performance and a window into Gen Z sentiment," Pulkit Trivedi, India Managing Director, Snap Inc, said.
Most brands are still using outdated playbooks to talk to a digital-first, meme-native, values-driven generation. ET Snapchat Gen Z Index is your next strategic edge in an age when brand loyalty is fleeting and cultural codes shift in real time. Dive into the mind of India’s most dynamic and unpredictable consumer cohort — Gen Z — which is reshaping everything from fashion and fintech to gaming and grocery shopping.
If you’re not evolving every quarter, you’re already irrelevant to Gen Z — evolve with ET Snapchat Gen Z Index!
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The ET Snapchat Gen Z Index recognises that Gen Z is not merely younger consumers. They are digital natives with radically different values, shaped by social volatility, hyper-connectivity, creator culture, and a growing distrust of legacy institutions. Traditional tools have failed to keep up with their non-linear identity structures, inscrutable choices and layered decision-making.
Published quarterly, the ET Snapchat Gen Z Index will offer a comprehensive look at the brands resonating most with Gen Z. It will also feature a sentiment tracker that provides deep insights into the attitudes, preferences, and cultural shifts driving this generation.
The ET Snapchat Gen Z Index is an innovative intelligence tool designed to help brand managers, marketers, strategists and business leaders understand how Gen Z perceives, chooses, and engages with brands across products, categories and cultures.
At Times Internet, we believe in leading with insight. Our partnership with Snapchat to launch the Gen Z Index is a bold step in decoding the pulse of a generation reshaping the future of consumption, careers, and culture. This Index is where trusted journalism meets cultural relevance and research precision offering unparalleled clarity on Gen Z preferences and behaviour, a powerful resource for brands, investors, and policymakers alike. We at ET take pride in associating with Snapchat to introduce the most definitive and incisive GenZ index for our readers and brand marketers," Puneet Gupt, COO, Times Internet.
This collaboration with Snapchat brings together two influential forces — one with unparalleled editorial credibility and reach, and the other with deep expertise in engaging Gen Z on a massive scale. Together, they are uniquely positioned to offer brands a reliable and comprehensive benchmark for understanding the Gen Z mindset, providing both inspiration and strategic direction for navigating this dynamic demographic.
Snapchat, with over 200 million monthly active users in India, remains the go-to platform for young Indians, offering a space for authentic connections and meaningful interactions. With more than 90% of its daily active users aged 13 to 34, Snapchat continues to be an essential platform for brands targeting this age group.
“At 377mn strong, Gen Z is the largest demographic in the country and while brands recognize their potential, market research indicates only 15% brands have a focused strategy to engage with this audience. The Gen Z Index is designed to offer CEO’s and CMO’s an insightful lens into Gen Z, helping them make informed and future ready decisions into how this generation is thinking, feeling and shopping today. Our endeavor at Snap is to continue offering an in-depth understanding of Gen Z through valuable insights to brand marketeers, and this Gen Z index study is a first of its kind initiative in India. Backed by the credibility of The Economic Times, Snapchat’s deep connection with Gen Z, and the research expertise of Kantar, the Index serves both as a benchmark of brand performance and a window into Gen Z sentiment," Pulkit Trivedi, India Managing Director, Snap Inc, said.
Most brands are still using outdated playbooks to talk to a digital-first, meme-native, values-driven generation. ET Snapchat Gen Z Index is your next strategic edge in an age when brand loyalty is fleeting and cultural codes shift in real time. Dive into the mind of India’s most dynamic and unpredictable consumer cohort — Gen Z — which is reshaping everything from fashion and fintech to gaming and grocery shopping.
If you’re not evolving every quarter, you’re already irrelevant to Gen Z — evolve with ET Snapchat Gen Z Index!
